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The Times ’The Third Man’ advert

Agency: CHI and Partners

Client: The Times

The Times has launched a new campaign pushing the serialisation of Lord Peter Mandelson’s explosive new memoir ‘The Third Man’.

Billed as the most important political account of a generation, The Times have secured exclusive serialisation rights up until the book’s launch.

Mandelson’s account of the past 20 years is set to rock Labour with frank revelations about the Blair-Brown relationship, Brown’s final days in power and much more told from Lord Mandelson’s unique perspective as the original spin doctor and trusted advisor.

The campaign sees Lord Mandelson assume the role of The Prince of Darkness, reading fire side from a leather bound tome as an ominous storm rages outside.

Each day of the serialisation, content is read in the cryptic manner of a dark fairy tale referencing a king that couldn’t smile, secret pacts and power struggles.

The campaign rolls out over TV, radio, OOH, press and digital.

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